Marketing gurus and pundits have frequently repeated the line that it’s the company that tells a better story wins and not the organization which is bigger in size. This truism is even more relevant today with the growth of new forms of online media, which have empowered customers like never before.
However, the question still remains largely unanswered. How do you tell a better story? Do you create a 10x10 feet poster, listing out the features of your product, and stick it on every billboard in town or do you create a swanky television advertisement? Which is the alternative that will give you more business and more revenue? Well, to be honest, building a good story and building great content requires much more than that. It requires you to answer the 3Ws: who, what, and why.
To create a incredible story around your business, you need to clearly answer the following:
Defining your content goals is the initial step.
These are important questions that need to be answered.
It goes without saying that identifying your customers is the most significant step of content marketing. You can refer to Part 2 of this study notes to learn how to distinguish your customers. The bottom line is to list out the problems and preferences of your audience and figure out what kinds of content will they like best. Also, you need to answer the significant question - what is the unique thing that you have to offer to you customers?
You should ask yourself - how will my content help my clients? Will it help them to arrange a travel, buy a house, or train for an examination? You need to clearly define and understand how your content will affect the lives of your clients?